Tournament Activations/ Ticket Sales Workshop

Rob Swann

PRE-EVENT ACTIVATIONS

PRE-EVENT ACTIVATIONS ROGERS

• FACILITATED A MEETING BETWEEN ROGERS & KEY SPONSORS IN EARLY SPRING LOOKING TO GET INVOLVED IN PRE-PROMOTION TO HELP POOL THEIR EFFORTS

• ROGERS PRESENTED THEIR PLANS FOR PROMOTION PRE & DURING THE EVENTS AT THE SPONSOR SUMMIT & IDENTIFIED OPPORTUNTIES FOR OTHER PARTNERS TO GET INVOLVED

• ROGERS DOWNTOWN STUNT

Led by Rogers, a large downtown stunt was coordinated on July 22 which attracted a ton of media and spectators to Queen’s Quay. The event was positioned to promote Rogers, Rogers Cup and Mini Rogers Cup. A tennis court was constructed on a barge on the water where Canada’s top two players Milos Raonic and Eugenie Bouchard made a rare appearance together to hit with some kids and conduct media interviews. In addition to all of the media that showed up to the event, Breakfast Television staged their morning LiveEye show from the barge which significantly helped promote Rogers Cup three weeks in advance of the event.

PRE-EVENT ACTIVATIONS SPONSORS

• PIZZAVILLE BRANDED PIZZA BOXES

• NATIONAL BANK DOWNTOWN TORONTO SUBWAY DOMINATION

• NATIONAL BANK BRANCH DOMINATION THROUGHOUT MONTREAL

• IN-STORE & ONLINE CONTESTING (SAQ, LAVAZZA, ROGERS, NATIONAL BANK, LINDT)

• NATIONAL BANK SERVE FOR A MILLION CONTEST

ON-SITE ACTIVATION

ON-SITE ACTIVATIONS SPONSOR

• ROGERS CONNECTED ZONE

• ROGERS FAN CAM

• PLAYER SPA- REVLON

ON-SITE ACTIVATIONS SPONSOR

• PERONI KEY INFLUENCERS EVENT

• CLINIC INCLUDING A PRO-AM WITH TENNIS CANADA COACHES OVER FINALS WEEKEND, WORKED WITH CLOTHING PARTNER TO OUTFIT PARTICIPANTS, TARGETED KEY SOCIAL MEDIA FIGURES TO ATTEND, WATCHED TENNIS AND ATE LUNCH IN A PERONI BRANDED SUITE AFTERWARDS

• BACARDI BAR IN MONTREAL

• CUSTOMIZING SUITES (FULL WEEK OR ON A SESSION BASIS)

• SPONSOR SUITE- HOSTING

ON-SITE ACTIVATIONS SPONSOR

• COMMUNITY HEROS WITH LOWES (WINSTON SALEM)

• $1,000 DONATION SHOWN ON CC TO CHARITY OF CHOICE ON BEHALF OF LOWES

• COLLECTIABLE CREDENTIAL PROGRAM (WINSTON SALEM)

• LEXUS LOUNGE – REVAMPED LEXUS INNER CIRCLE PROGRAM FROM 2014 (ATLANTA)

• LED TO $45K+ IN ADDITIONAL REVENUE

ON-SITE ACTIVATIONS TOURNAMENT

• TENNIS CANADA ZONE

• ON-SITE ENTERTAINMENT

• PRE-EVENT CONCERTS FEATURING MO-TOWN ARTIST & THE COMMODORES

• STAGE FEATURING LOCAL BANDS, VARIOUS MUSIC GROUPS

• FACE PAINTING, CUSTOM CORNHOLE, WANDERING ENTERTAINERS, MURALS

• SKY DECKS FOR VIEWING

• CIRQUE DU SOLEIL (2016)

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TICKETING

ANNUAL STADIUM RECONFIGURATION

• WE USE DATA FROM PREVIOUS TOURNAMENTS AND ADJUST THE NUMBER OF SEATS IN EACH LEVEL

• 2014 WE SOLD OUT OF PLATINUM & GOLD LEVEL TICKETS FOR FINAL WEEKEND

• INCREASED THE AMOUNT OF PLATINUM AND GOLD LEVEL TICKETS BY 17 % TO SELL

SALES CYCLE – YEAR ROUND PROCESS

• TOURNAMENT ENDS – SEND A HAND WRITTEN POSTCARD TO ALL PREMIUM SERIES & SUITE CUSTOMERS & AN EMAIL TO ALL OTHER TICKET BUYERS, THANKING THEM FOR THEIR SUPPORT

DIRECT MAIL PIECES

• SENT TO ALL PACKAGE BUYERS (MIDWEEKS, WEEKENDERS & PLATINUM PLUS WEEKENDERS)

• TIME DISTRIBUTION AROUND KEY EVENTS (IE. ATP YEAR- END CHAMPIONSHIPS, AUSTRALIAN OPEN)

• SALES REPS WOULD FOLLOW UP WITH A PHONE CALL AND EMAIL TO EACH PACKAGE BUYER

RESULTS: $500,000 + IN RENEWALS WITHIN 3 WEEKS

CREATIVE TICKETING PROMOTIONS

• ONE TICKET. TWO CHAMPIONSHIPS (WINSTON SALEM)

• DISCOUNT CARDS- CYBER SALES (CINCINATTI)

THIRD PARTY OFFERS

• TYPICAL USE A THIRD-PARTY COMPANY TO PROMOTE A HOLIDAY OFFER (TRAVELZOO, WAGJAG ETC)

• OBJECTIVE IS TO FILL SOFT SESSION(S) AND SELL LEVELS THAT TYPICALLY WOULDN’T SELL WELL (OPENING NIGHT, DAY SESSIONS)

• OFFER THE CUSTOMER TWO OPTIONS (EX. DISCOUNT ON GOLD LEVEL AND BLUE (LEVEL 300) TICKETS

• MOST SALES THROUGH THIS OFFER ARE NEW BUSINESS CLIENTS (74%)

– WE TAKE THE SALES CALLS AND THIS ALLOWS US TO REACH OUT TO ACCESS THEIR DATA

RESULTS: 500 TICKETS SOLD FOR OPENING NIGHT

INDIVIDUAL SESSION TICKETS

• ON SALE DATE IS JANUARY 18TH (DURING AUSTRALIAN OPEN)

• GOAL IS TO CREATE EXCITEMENT ABOUT THIS DAY TO THE GENERAL PUBLIC AS THIS IS THE FIRST TIME THEY CAN BUY SINGLE SESSION TICKETS

• AWARENESS IS KEY FOR SUCCESS – THE MESSAGE NEEDS TO BE PUSHED OUT THROUGH ALL SOCIAL MEDIA CHANNELS, WEBSITES, PARTNERS ETC.

• REVENUE WAS ALREADY AT $185K AFTER THREE DAYS. $115K IN THE FIRST DAY

2016 ROGERS CUP REFERRAL PROGRAM

• STRATEGIES:

– EFFECTIVELY COMMUNICATE REFERRAL PROGRAM WITH BOTH CURRENT AND NEW PREMIUM SERIES CLIENTS

– HAVE REFERRAL PROGRAM PROMINENTLY DISPLAYED ON ROGERS CUP TICKETING WEBSITE

• ALL REFERRAL REWARDS ARE BASED OFF OF VOLUME, NOT REVENUE

• PREMIUM SERIES REFERRAL REWARDS:

– CHOOSE FROM 11 OPTIONS (IE. BE A PLAYER PROGRAM, SUNDAY FINAL VIP EXPERIENCE, BEHIND THE SCENES TOUR WITH THE TOURNAMENT DIRECTOR)

DYNAMIC PRICING

• MONITOR INVENTORY FOR EACH SESSION BY LEVEL CLOSELY

• ONCE A PRICE LEVEL HITS A CERTAIN %, PRICE OF THE TICKET INCREASES

• THE PRICE INCREASE IS TYPICALLY BETWEEN $5-$20 (NOT A LOT BUT THIS REWARDS CUSTOMERS FOR PURCHASING EARLY)

• CREATES A STORY FOR THE SALES REPS TO TELL CUSTOMERS IF THEY ARE NOT SURE ABOUT BUYING TICKETS RIGHT AWAY

• GENERATED OVER $350K IN ADDITIONAL REVENUE THROUGH DYNAMIC PRICING (2014)

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Session

GOLD

May-1 May-16 Jun-09 Jun-26 Jul-07 Jul-15 Jul-22 Jul-29 WOE % increase

Mon. day $90 $90 $90 $90 $90 $95 $95 $95 $95 6%

Mon. night $115 $115 $115 $115 $115 $125 $125 $125 $125 9%

Tue. day $95 $95 $95 $95 $95 $95 $95 $95 $95 0%

Tue. night $125 $125 $130 $130 $130 $140 $140 $140 $145 16%

Wed. day $130 $130 $130 $130 $145 $160 $185 $195 $195 50%

Wed. night $145 $145 $150 $150 $150 $165 $185 $185 $195 34%

Thu. day $165 $165 $165 $165 $185 $195 $215 $225 $235 42%

Thu. night $175 $175 $185 $185 $185 $195 $215 $225 $235 34%

Fri. day $175 $175 $175 $195 $210 $220 $240 $240 $240 37%

Fri. night $195 $195 $205 $225 $245 $260 $275 $275 $285 45%

Sat. day $205 $205 $215 $250 $275 $295 $295 $295 $295 44%

Sat. night $205 $205 $215 $250 $275 $275 $295 $295 $295 44%

Sunday $285 $305 $305 $325 $325 $325 $325 $325 $325 14%

DYNAMIC PRICING

HOW TO INCREASE SALES IN SOFT SESSIONS

• CREATE SPECIAL DAY/NIGHT FOR SPONSORS (AVIVA NIGHT WAS MONDAY NIGHT (OPENING NIGHT) AND 407ETR WAS ALL DAY FRIDAY). THESE SPONSORS WOULD RECEIVE A SPECIAL RATE ON TICKETS AND/OR UNIQUE PERKS WHEN BUYING TICKETS FOR THAT DAY

– FIRST 100 CUSTOMERS USING THE 407 CODE ON FRIDAY RECEIVED FREE PARKING

• VOLUNTEER/EMPLOYEE OFFER – DEPENDING ON THE NUMBER OF EMPLOYEES AND STAFF YOU HAVE A PREFERRED TICKET OFFER CAN GO TO THIS GROUP TO FILL A SOFT SESSION

• WORK CLOSELY WITH A LOCAL CHARITY (KIDS UP FRONT) TO MOVE TICKETS. DONATE TICKETS TO ORGANIZATIONS OR GROUPS THAT NORMALLY WOULDN’T HAVE THE OPPORTUNITY TO WATCH LIVE TENNIS

• PARTNERS ARE ABLE TO SHARE OFFERS WITH THEIR CUSTOMERS/EMPLOYEES ETC.

WEEK OF TOURNAMENT STRATEGY

• WEEK OF THE TOURNAMENT IS CRUCIAL FOR SALES (15% OF OVERALL SALES)

• SEND A PRE-EVENT (NIGHT BEFORE OR DAY OF) COMMUNICATION PIECE REGARDING THE TOURNAMENT

– WHERE TO PARK, SPECIAL EVENTS HAPPENING ON SITE, ANYTHING NEW ABOUT THE EVENT, CONFIRMED PLAYERS AND A LINK TO BUY MORE TICKETS (SCARCITY)

• PRE-MATCH COMMUNICATION

– CURRENT TICKET HOLDERS

– DIGITAL ADVERTISING UPDATED LIVE INCLUDING ONLINE, SOCIAL & OUTDOOR MEDIA

– ON-SITE AT EVERY TOUCH POINT

TICKET PURCHASES DURING ROGERS CUP

• SELL PACKAGES EXCLUSIVELY (NO SESSION TICKETS) DURING THE TOURNAMENT FOR NEXT YEAR’S EVENT

– ALLOWS CUSTOMERS WHO BUY PACKAGES TO GET THE BEST SEAT LOCATIONS AT THE BEST PRICE

• PREMIUM SERIES PUSH TO RENEW CUSTOMERS (EARLY BIRD PRICE)

– GOAL IS TO RENEW AS MANY CLIENTS AS POSSIBLE ON SITE

– OFFER 1 AND 2 YEAR OPTION (REQUIRE A DEPOSIT AND CAN BE IN FULL OR SET UP A PAYMENT PLAN)

• HOSTING PROGRAM FOR POTENTIAL NEW CUSTOMERS

PREMIUM SERIES & PRIVATE SUITE CUSTOMERS

• OUR SEASON TICKET HOLDERS AND SUITE CLIENTS RECEIVE AN ONLINE SURVEY EVERY YEAR.

• ALLOWS OUR MOST IMPORTANT CLIENTS TO PROVIDE FEEDBACK

• FOLLOW UP WITH ALL OF OUR PREMIUM SERIES AND PRIVATE SUITE CLIENTS

Question

2014 2015

Top 2 Boxes

Top 2 Boxes

How do you rate the look and feel of the Mazda VIP Lounge? 61% 95%

How would you rate the look and feel of the National Bank Premium Series Lounge? 50% 96%

How would you rate your overall experience at the Rogers Cup? 95% 98%

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2014 MAZDA VIP LOUNGE

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2015 MAZDA VIP LOUNGE

CURRENT MOBILE TICKET SITE

PROPOSED MOBILE TICKETING SITE